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MENTAL BEAUTY: HOW SUSTAINABLE COSMETICS ARE TRANSFORMING THE CUSTOMER EXPERIENCE
March, 2025
On 19 March, Positive Luxury hosted the first Beauty & Fragrance virtual roundtable of the year. Joined by industry leaders from Ayuna, Beauty Heroes, Casa de Campo Resort & Villas and Vytrus Biotech, the insightful session covered how the wellbeing of consumers is increasingly becoming part of beauty industry R&D, skincare products and retail experiences.
Session Overview:
Consumer wellbeing: The luxury beauty industry is actively researching and developing cosmetic products and retail experiences to personalise consumers’ growing demands for self-care rituals.
Ethical cosmetics: Luxury consumers are increasingly seeking sustainably sourced beauty products that positively influence their emotional wellness and provide detailed information on ingredients.
Personalised education: Beauty companies and luxury retail environments are educating consumers through multi-sensory approaches. Consumers are being encouraged to take the necessary time to use skincare products to foster mind-body connections and to learn more about the benefits of sustainable ingredients.
Key Takeaways:
What mental beauty means & represents: Mental beauty has multiple meanings for self-care and self-acceptance. It refers to how we apply beauty to ourselves and towards others. Mental beauty represents holistic connections between mind, body, and emotions through skincare. These connections can empower consumers to consciously decide on how to improve their health and wellbeing.
The challenges of sustainable sourcing & product development: Beauty companies around the world face major challenges in sustainably sourcing natural ingredients from suppliers that meet high environmental, social, and governance standards. To address such challenges, it is critical to support local communities, and formulate products with minimal resources that respect nature’s proportions. The development of sustainable cosmetics recreates personalised treatments for relaxation and the need for gradually educating consumers who expect quick fixes.
Engaging with consumers: Consumers are increasingly drawing on multi-sensory treatments for their skin and applying beauty products in slow and methodical ways to experience wellbeing. At the same time, beauty brands, spas, retailers, and suppliers are rigorously scaling up targeted education programmes. From rolling out dedicated workshops and campaigns to displaying product sustainability information sheets and data sets, the cosmetics industry is positively contributing to luxury consumers’ lifestyles and self-care.
